There's a commonly held notion that focusing on the customer experience is not as important for business-to-business (B2B) companies as it is for those that are business to customer (B2C) in nature. The reasoning behind that concept is that the B2B experience can't be affected-or that it doesn't matter as much-because B2B is just a different beast. Clearly, this is warped logic. A customer is a customer regardless of business type or model. There's so much data out there that supports the positive bottom-line impact of a great customer experience; as such, it must be a top priority. While the two are somewhat different, what B2B and B2C companies have in common (besides customers) is the fact that listening to those customers is paramount to delivering a superior experience. There may just be slightly different approaches to getting there.
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